Future Of Packaging

Augmented Packaging online trends and technologies that can influence packaging 2009 Total Active Media © TOTAL IDENTITY Martijn Arts 1

Total Identity Areas Activities Consultancy Positioning Design Proﬁling Publishing Interaction Founded PR 1963 TOTAL DESIGN Campaign 2000 changed name Earnings TOTAL IDENTITY 2005 10,7 mln 2006 11,9 mln Group 2007 14,2 mln TOTAL IDENTITY 2008 13,4 mln - Amsterdam - The Hague Network partners TOTAL ACTIVE MEDIA Antwerp VERMEULEN Bolzano ALLCOMMUNICATION © TOTAL IDENTITY Bremen SOFTWARE Dubai Hamburg No staff Lisboa 112 Madrid 2

Martijn Arts Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Managing Director. Total Identity Shareholder Board of directors © TOTAL IDENTITY Social Networks LinkedIn Hyves Twitter (arts118) 3

4 © TOTAL IDENTITY online

WEB 1.0, 2.0, 3,0, … © TOTAL IDENTITY 5

6 © TOTAL IDENTITY WEB 1.0

WEB 4.0 © TOTAL IDENTITY 9 petitinvention.wordpress.com

WEB 1.0 • 1997-2005 • “Everyones ﬁrst time” • Network as broadcasting channel fort text and images • Paper publishing done on screen — no new concepts • One-size-ﬁts-all or broadcasting • Contentmanagement • “the web of documents” — page based internet • Internet seen as antisocial • Internet as speciality • Use only on workstation © TOTAL IDENTITY 10

Just words... • world wide web — www • hyperlink • chatten • forum • newsgroups • Gopher • animated gif • imagemap • HTML • e-mail • homepage © TOTAL IDENTITY • banner • zoekmachine — googelen 11

WEB 2.0 • 2005-2009 • Hype or marketing term — possibilities were always there • Network as distribution channel — applications as modules • Users own data — user generated content • Best practices and archetypes have evolved in websites • WIKI’s, RSS and webservices — website as mashup • Open architectures invokes semantic web and free structures • Social-networks and social communities ﬂorish • Internet as part of everyones business • Use at different places and moments — information based © TOTAL IDENTITY 12

Just words... • User generated content • WIKI • Blogging — moblog, weblog • VOIP • RSS • AJAX • Proﬁling • Mashup • Open source • Tagging • Widgets © TOTAL IDENTITY • Social bookmarks 13

WEB 3.0 • 2009-2010 • Transformation to a more seamless and interoperable whole • Network as platform — integration of modules and channels • Distributed databases — the ‘World Wide Database’ • Open service business models — Webservice interoperability • Transformation to a more seamless and interoperable whole • Open X — OpenID, -APIs, -data formats, -source, DataLicense • “People are part of the web” • Internet is not mentioned anymore • Everywhere anytime — ubiquitous connectivity, X-chanel © TOTAL IDENTITY 14

Just words... • the intelligent web • Grid and cloud computing • Open Data License • Roaming portable reputation • Semantic web — folksonomy • Autonomous agents • Statement-based datastores • Machine reasoning • Twitteren • e-Ink © TOTAL IDENTITY Jan Chipchase (Nokia) 15

WEB 4.0 • 2010-? • Web-based information / -applications integrate in real world • Technology is becoming invisible — it really is a vehicle • Integrated streaming media — ﬂow of emotions • Open media communication — psychology of machines • Location, information and time interoperate — the Borg • Any media is searchable / integratable — visual search etc. • Augmented reality — extensions to everything we know • Everything is touchable, communicative etc. • Beyond channels and semantics — rich content / rich media © TOTAL IDENTITY 16

Just words... • pocketable — wearables • extreme rich media • real time associations • associative learning • augmented reality • technology literacy • blurring boundaries • invisible, social cues • ambient technology • contextual proﬁling • serial-solitary © TOTAL IDENTITY 17

What about Packaging...? © TOTAL IDENTITY 18

Future? Sales turns into: creating an experience Informing turns into: educating Containing turns into: improving the contents Coding turns into: self regulating © TOTAL IDENTITY 28

(short) VIDEO ON FUTURISTIC PACKAGING © TOTAL IDENTITY 29

Technologies RF-ID: tagging the real world Augmented reality: enriching reality Printing on demand: customizing everything eInk: updateable paper Mobile devices: Everybody has appliances that scan Sensors: Everything senses everything © TOTAL IDENTITY 30

(short) VIDEO ON RF-ID © TOTAL IDENTITY 32

RF-ID distribution & logistics: where is what when? self scanning: RF-ID scanner in mobile phone everything is tagged: information on everything tracking and tracing: for consumers and companies recognition: devices detect and recognize each other © TOTAL IDENTITY 33

Augmented Packaging © TOTAL IDENTITY 34

Augmented packaging service: explanation on how it works sales & promotions: selling the product personal: explanation can be personalized communication: using multimedia to “tell a story” experience: interactivity & multimedia create a dream © TOTAL IDENTITY 37

Printing on demand target groups: long tail small releases: collectables personal: printing personal messages mass customization: aiming at individuals presents: encouraging personal notes, social network © TOTAL IDENTITY 40

eInk just in time information: correct info at the right time dialogue: Brand talks to users or amongst themselves context based promotions: right ad for each moment interactivity: information about the contents signalling: detecting the quality of the contents © TOTAL IDENTITY 43

Mobile devices no network needed: users have device that is needed augmenting everything: augmented reality information: connection to internet data sources geo positioning: location based services personal: proﬁling and personalization © TOTAL IDENTITY 46

Future Of Packaging

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